Whenever I begin working with a new or small client, I usually end up having the same conversation about how marketing needs to multi-layered in order to be successful. This means they need to use a variety of mediums with different messages.
Most small businesses want a magic bullet that is very inexpensive when it comes to marketing! (or they want a dollar for dollar return from day one!) However, the reality is that neither scenario is likely to happen.
Depending on which expert you listen to, a consumer needs to see a message 7 to 9 times before they take action. While the exact number is not important, the question “Whey so many?” is relevant! Because we live in a complicated world the ‘noise’ of life and technology can get in the way of the consumer getting the message. Or, it might not be the right time for them to buy. However, if you only put out one message and then stop, when they are ready to buy they will not remember you!
Marketing is all about getting the consumer’s attention and keeping it. All too often companies are concentrating on getting customers through the front door and not paying attention to the clients leaving by the back door. The most quoted average is that it costs 7 times more to get a new client than it does to turn an existing client into a repeat customer.
In order to be successful, every business needs to establish a multi-layered marketing strategy that speaks to their target audience(s), and continues to build the relationship long after they have made the first decision to buy.